Back in April, Mark Zuckerberg announced the launch of Facebook‘s Messenger Platform — a new service that enables businesses of all sizes to build custom bots in Messenger.

In the days following the announcement, the tech and marketing space lost its mind. Thousands of articles were penned about the news, each one speculating on what an open Messenger platform could mean for businesses.

Why all the ardor? For starters, Facebook Messenger already has about 900 million monthly active users worldwide. Not registrants. Not people who got forced to download it when Facebook spun it out of the standard Facebook app.

We’re talking about active users who have adopted Messenger as a primary communication channel.Anytime a company as forward-looking as Facebook opens up a platform as heavily adopted as Messenger it should raise eyebrows.

So the early excitement, well, it’s justified. But what comes next is entirely undefined. And as marketers, we have an exciting opportunity to help shape i

Read all: Facebook Bots 101: What They Are, Who’s Using Them & What You Should Do About It

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